Research in Motion Entering a New Era of Marketing Case Study

Research in Motion Entering a New Era of Marketing - Case Study Example With the combination of the three, companies gain a more competitive advantage in the market. The consumer population is attracted to the most modern, advanced and attractive commodities (Rantanen, 2005). In the business of mobile phones, the scenario is the same. This paper will discuss the RIM’s marketing plan and the improvements the company can make on the basis of a general marketing analysis. Research In Motion deals with mobile phones and handsets. The company enjoys over 20 year’s existence in the market. However, the existence of the company in the market has taken shifts in the modern century corporate environment. The number of competitors is significantly increasing. It is for this reason that the future of RIM is questioned. With the coming of smaller firms in the market, RIM’s future is greatly threatened. For instance, the coming of Samsung in the market has greatly threatened the significance of RIM. Over the past two years, Samsung commodities have more demand in the market than I-phone and the Blackberry. Apart from demand, other companies are stepping up their marketing strategies. These factors are increasingly putting pressure on RIM to upgrade its marketing strategies. With the increase of consumer demand on mobile phones, RIM could be losing a lot of profits due to competition. In the case analysis regarding mobile phones and telecommunication, competition lies as the main problem. Apart from the competitors, the consumer should be pleased with the product an organization offers. Competition in this industry is based on technology and trends. We live in a society where trends and technology is a basic want for all consumers. When it comes to mobile phones, the current consumer population looks at the technologically advanced features of a gadget. For instance, gadgets with the Android operating system have greater market recognition than phones which do not have this operating system (Ferrell & Hartline, 2010).